report about mills in cement factory

report on meghna cement mills limited (part-1) - assignment point

report on meghna cement mills limited (part-1) - assignment point

Man is social being and lives in a society. They want to live in more happiness in future than previous days. For this reason they invent some things. Cement is one of them. Cement is very much needed for modern civilization. That civilization touched our country. The demand of cement increased day by day from that time. After that cement industry was grown in Bangladesh.

Private enterprises dominate production and import of cement to cater to the local market. The manufacturing of cement is based on both locally available raw materials and imported clinker. The two cement plants of the first type, one at chhatak and the other at Ayeenpur, have a total installed capacity of 260,000 tons a year. They produce cement from local limestone and use natural gas as fuel. The mills that produce cement from imported clinker are located mostly around dhaka, chittagong and mongla. There were 62 registered cement factories in the country in 1999, but only 13 of them were in production. The total installed production capacity of these factories is about 3.8 million tons a year. Their actual production, however, is much lower. A 50-kg bag of cement produced locally sells at Tk 250-260, while a bag of imported cement is priced at Tk 230-250. Local raw material based cement production depends on limestone deposits that lie in st martins island, joypurhat and sylhet areas. The deposits in Sylhet support the production of Chhatak and Ayeenpur cement factories.

In 1992 Bashundhara Group introduced another enterprise Meghna Cement Mills Ltd. In January 1996 they commercially produced cement called King Brand Cement. From then this brand get a strong position in the market with very good corporate image. The factory of King Brand Cement is situated beside the river of Pashur at Mongla, Bagerhat. The production capacity is 15 Lac MT per year. The weight of each marketed bag is always perfect of 50 kg due to the adoption of an automated packaging system.

At present MCML is producing three types of cement. One is Ordinary Portland Cement (OPC) and another two types are Portland Composite Cement (PCC) { CEM-II/B-M (S-V-L) and CEM-II/A-M(S-V-L) }. In Bangladesh many high-rise building, road, bridge, culvert, hospital, shopping mall etc. have made by King Brand Cement. The Company has been awarded the coveted ISO-9001-2000 Certification in the year 2000 by the National Quality Assurance (NQA), registered by the National Accreditation of Certificate Boards, UK. The factorys environmental standards are high.

My major achievement is that I came to know the marketing mix analysis of King Brand Cement. As I had continuous touch with the management, customers, dealers and other personnel in the organization and record their sales, collection etc. I learned the total distribution and selling process of this company. I personally very closely observed the working style and decision making process of different executives. My internship has a very good relationship with my major field of study. The reason is that I did my major in marketing and worked in the marketing department of King Brand Cement of Meghna Cement Mills Limited.

Any company is not fully independent and can not 100% to their customers. Meghna Cement Mills Limited is not different from them. They have some limitations in production, distribution, promotion and others. But King Brand Cement has very good image in the market for their quality and already captured 9% share of the market (3rd position). Now it can not capture more market share because of some constraints inside and out side of the organization. They should be suited with the out side constraints of the organization. But it can be remove the inside constraints. For this I tried to give some recommendations to the organization.

The promotional activities must be increase and proper way like TV commercial need to moderate for gaining attention of customers. On the other hand print media should be attractive toward customer. Consumer scheme is more attractive other than other promotional activities. The quality of King Brand Cement is so good but price is high. It should be price competitive and reasonable. To provide well advantage toward the dealers for fulfilled their objectives and will be created smooth distribution Mechanism.

Since the starting of the operation King Brand Cement confident that they are quite capable of challenging others and positioning themselves in the highest rank by increasing the sales per day, introduction of the consistence quality blended cement, with integrating supply and distribution chains and logistics, securing an exclusive distribution network and buildings strong relationship all over the country segmented on the basis of consumers use. Though King Brand Cement is in good position in the market, it should think critically to generate new ideas for existing and potential consumers to hold the consistent growth in the market.

Only a lot of theoretical knowledge will be little important unless it is applicable in the practical life. Masters of Business Administration (MBA) program is a mixture of both the theoretical and practical knowledge. To fulfill this requirement, a student is required to obtain real life exposure in an organization and thereby gain demonstrable skills and expertise in the field and also an understanding of the organization. We need proper application of our academic knowledge to make it more fruitful. Such an application is made possible through internship.

Internship is an integral part of MBA program, arranging for the students who have completed all academic courses required for MBA. Students also have to submit an internship report on an assigned topic. I was placed in MCML (Meghna Cement Mills Limited) to complete my internship program under the supervision of two supervisors one is internal form the institute and another is from the organization. By consulting with my Internship supervisor it has been selected the topic Identification of Market Position & Problems of Meghna Cement Mills Limited.

Major Mohammad Danesh Bin Wali, Course Instructor, Management Division, Military Institution of Science and Technology authorized writing of this research report on November, 2008. The report is a part of the course for the students of Masters of Business Administration. It was submitted by me on January 14, 2009.

Bashundhara Group (BG) is a leading private-sector industrial conglomerate in Bangladesh. It currently has 15 on-going concerns, ranging from real estate development and management to manufacturing and services. The BG strives to work in partnership with the Government for promoting sustainable development, environment preservation, and employment-generation and poverty reduction. The BG has a particular focus on urban housing, recreation centres, and commercial ventures. Thus, the motto of the Group is For the People, for the Country. At the crux of all industrial processes deployed at the Groups enterprises stands the need to ensure environmental stability. As a result, conscious efforts are made to use re-cycled material as industrial input.

The Meghna Cement Mills Limited (MCML) was the first undertaking Bashundhara Group in the manufacturing sector. This enterprise produces world-class cement and, as a testimony to this, stands the fact that the concern has been awarded the ISO-9001 certification for sustained quality control effort. The Company markets its cement under the registered trademark of King Brand Cement. The factory of this Company is located in the southwestern part of Bangladesh at Mongla Port Industrial Area, in Mongla, Bagerhat under the Khulna Division. The MonglaPort is the second-largest seaport of Bangladesh. The Jetty of this Company is situated on the eastern side of the river Possur. This river is also connected with many other rivers of the country. Given this favorable geographical scenario, it is easy to implement a year-round delivery and raw material transportation to and from the MCML factory site to remote corners of Bangladesh. The factory stands close to the Mongla-Khulna Highway as well.

The report highlights the consumers perception about the quality, customer service, and easy availability of Meghna Cement. It also try to find out the problems and prospects of Meghna Cement. The discussion is limited to an identification of market position and problems of Meghna Cement Mills Ltd.

The main limitation of this research might be the access to the sensitive internal information about the organization. Organizations do not disclose the information or make it public. The other limitation of data error, random sampling errors, administrative errors, data processing error, interviewer error, time constraint, data integrity, cost of the research are considered and addressed with due weight.

The report starts with an organizational overview of selected organization. The brief history and current profile of Bashundhara Group including the organizational structure, product portfolio, its operation and SWOT analysis are discussed in brief in this part. The next section focuses on the management problem and research problem, its limitation, scope, research objective. The subsequent section describes the research questionnaire and hypothesis, benefit of the study. Next, the paper provides a highlight on the research method system, data collection procedure, how to test the hypothesis and its findings. The finding is most important part of any research. Lastly, the report concludes with few recommendations, which shown the market position and problems of Meghna Cement Mills Limited.

Studies were carried out from various publications of Bashundhara Group including yearbook to develop an insight about the issue in question. Though no normal studies on subject have been undertaken as yet. The available data on sale, dealers and consumers were reviewed. Besides, the website of Bashundhara Group provided useful information in this study.

The problem basically arises due to rise in competition and also rise in potential market for this industry. The Meghna Cement Mills Ltd. is the largest domestic cement-producing unit in Bangladesh. But in recent Meghna Cement lost the ground to other versatile competitors and more and more strong competition penetrated the industry with their giant investment and kept evolving. So they are thinking to improve the quality and increase the sales and promotion. So the management wants to know Are the customers satisfied with the current product in terms of quality, service, and easy availability?

The answer of this question will help us to find out brand preference for a particular brand of cement. This question will provide information to know the popularity of the brand and the market position.

This will be an open-ended question. Whether customers have switched to competitors products will be identified with help of this question. Customers loyalty to the brand can also be found out with the question.

This question will give ordinal data and analysis of this will help to know the market demand of Meghna cement in relation to its competitors. This question will provide information to know the popularity of the band and the market position. It will provide data that will help to know the competitors standing in the market.

A research design is a framework or blueprint for conducting the marketing research projects. Although a broad approach to the problem has already been developed, the research design specifies the details of implementing that approach.

The research problem is Identification of Market Position & Problems of Meghna Cement Mills Limited. So there is no single best research design. The nature of the study is a descriptive one. It aims to find out the present market position and problem of Meghan Cement. Again the research is designed for specific purpose for the company as such basic research was not considered. The study will be a descriptive study and not a causal one.

The target population of this research will be the dealers, retailers and ultimate consumers. Dealers are both exclusive and nonexclusive. Exclusive dealers sell only Meghna Cement where nonexclusive dealers sell both competitors and meghna cement. Dealers select the retailers in their own territory with certain percentage of commission. Retailers are those who are appointed by Bashundhara and receive product directly from factory and retailers sell in small quantity. Customers receive the product from retailers and some times from dealers directly.

The target population has been selected basing on their knowledge and type of involvement in the field. For research purpose three groups of population has been selected, the details of which are given below:

Dealer: They are the wholesalers who are appointed by authority of Meghna Cement to sell their products on commission. They are both exclusive and nonexclusive dealers. Nonexclusive dealers sell competitors products also.

Consumers and retailers are many in numbers so they were sampled based on judgment and direction of management. Judgment samplings were appropriate as management is quite experienced in aiding the sample size. List of the customers and retailers are not exhaustive and up-to-date as such non-probability sampling was applied here. Retailers were also sampled on judgment because of time and resource constraints.

The basic method for the sampling will be non-probability sampling basis. Probability sampling technique was avoided as time and resource will not permit to conduct study with such large sample that will be generated by probability sampling technique.

Assuming that 50 percent of the respondents (p) will respond positively and 50 percent of the respondents will not respond positively. At 95 percent confidence level (Z = 1.96). Level of precision will 13 percent, the calculated sample size becomes about 56. The assumptions are taken to meet the time and resource constraints of the study. It is to be noted that since the sample size big and difficult to handle with a single member resource team, the sample selected for consumers 36, dealers 6 and retailers 14.

There is lack of in depth study about the subject. As such, primary data is the building block of the research work. The data of this study were collected from the interview conducted among the selected respondents in Dhaka. The interview was conducted with a pre-designed questionnaire. The questionnaire consists of both structural and unstructured question. The question was designed for customers, dealers and retailers. The primary data were collected in the following ways:

Survey: A coordinated and extensive survey was carried out using door to door interview techniques. Dealers and retailers were interviewed using predetermined questionnaire. Customers were interviewed using the same technique but different set of questionnaire. A comprehensive questionnaire was developed to address the research objective. In the survey dealers, retailers and customers all were interviewed physically.

Pilot study: For this study the experts particularly the veteran consumers, technicians and professionals who possess expertise and knowledge in this field were also interviewed. In pilot study, focus group discussion was not conducted, as the environment and expenditure did not permit to do so. So depth interview was resorted to probe and elicit desired answer to the questions.

There is not much research work done on the subject. As such, sources of secondary data were very much limited. However some data were available in the organization data bank, internet, brochures etc. A thorough survey of all these were done to find out the useful information.

Statistical Analysis: The analysis of the data was party done by using software SPSS, while part of it was done manually. Basing on the nature of the data appropriate test was conducted to test the hypothesis.

report on meghna cement mills limited (part-2) - assignment point

report on meghna cement mills limited (part-2) - assignment point

The Meghna Cement Mills Limited (MCML) was the first undertaking Bashundhara Group in the manufacturing sector. This enterprise produces world-class cement and, as a testimony to this, stands the fact that the concern has been awarded the ISO-9001 certification for sustained quality control effort. The Company markets its cement under the registered trademark of King Brand Cement. The factory of this Company is located in the southwestern part of Bangladesh at Mongla Port Industrial Area, in Mongla, Bagerhat under the Khulna Division.

Bashundhara is a premier industrial group in Bangladesh business area. Bashundhara started its journey in 1987 as a real estate concern East West Property Development (Pvt.) Ltd popularly known as BASHUNDHARA. This project turned out to be very successful and had helped foster the growth of trust and confidence of the urban people in Bashundhara.

Now a day Bashundara operates fifteen vital enterprises of highly esteemed commercial and technological caliber. They include city development, cement, steel, LP gas, tissue, sanitary napkin, trading, import-export, paper, newsprint, technology, communication and network, sack, paper etc.Current value of the total assets of the enterprises of Bashundhara Group would be Tk. 15000 million (approx.). Total turnover of the businesses amounts Tk. 16000 million (approx.). Now about 8100 people are employed in various enterprises of the group. The Groups publicly traded company, the Meghna Cement Mills limited, is currently listed on the two stock Exchanges of Bangladesh.

The span of control of MCML is almost tall. In office high officials control the subordinates and subordinates are liable for their work to their authorized superior boss. In this organization all the people works in relaxation. As per job character job threatening is very low here. Very naturally job satisfaction is very high for all working people. On the other hand job-switching tendency for the mid level, high-level officers and expert peoples is very low here. Working environment is all over satisfactory here. Here the chairmen and directors take crucial decision.

Bashundhara Group (BG) is a leading private-sector industrial conglomerate in Bangladesh. It currently has 14 on-going concerns, ranging from real estate development and management to manufacturing and services. The BG strives to work in partnership with the Government for promoting sustainable development, environment preservation, and employment-generation and poverty reduction. Bashundhara Group has no any specific vision. But BG has a particular focus on urban housing, recreation center and commercial ventures. Thus the motto of the Group is For the People, for the Country. At the crux of all industrial processes deployed at the Groups enterprises stands the need to ensure environmental stability. As a result, conscious efforts are made to use re-cycled material as industrial input.

In the year 1987, Bashundhara was lunched, initially as a real estate developer, moving in the later years into other areas, including manufacturing. Over the past two decades, the challenges in the fields of urban housing civic amenity provision have been unprecedented. In keeping with rapid population growth in metropolitan Dhaka, Bashundhara stretched itself to cover new boundaries and respond effectively to long-term needs of the mammoth city populace.

The East West Property Development (Pvt.) Limited (EWPD) was the first venture of the Bashundhara Group. Initially it was launched as a land development undertaking for housing in the year 1987, but was later transformed to cover the entire gamut of housing. Currently, the EWPD is engaged in the development of apartment blocks, recreational facilities, schools, hospitals and parks, commercial and in-complex shopping centers. It is now the largest real estate concern in the country. In the backdrop of the mammoth success of the first land project, new projects were subsequently launched in quick succession.

The EWPD has so far been involved in three large projects. Two of these, the Baridhara Land Project and the Riverview Land Project, are now ready for allotment of developed individual land plots, while another, the Savar Land Project, has already been completed and handed over to its owners for home construction. The Baridhara Land Project also has an apartment complex within the Project site wherein over 900 apartments shall be completed by the year 2007.

The BLPG is the first liquefied gas (LPG) producing facility in the private sector in Bangladesh. The enterprise was initially known as Union LP Gas Ltd after it was set up by the Bashundhara Group in 1997. The name was changed in 2002 in order to bring an element of uniformity in the Groups nomenclature. It has an annual production capacity of 1, 36,000 metric tons per annum. The product is comprised of propane (30%) and butane (70%). There are six major reservoirs in the factory premise that are used to store the LP gas. The company has its own distribution mechanism through appointed dealers and distributors. There are more than a thousand dealerships for Bashundharas LP Gas, many located in remote areas of Bangladesh. The entire distribution operation is carefully monitored by the companys regional sales representatives for ensuring timeliness of delivery. The LP Gas produced at this plant has become a popular brand among many rural households and its market share continues to grow

The name was changed in 2002 in order to bring an element of uniformity in the Groups nomenclature. It has an annual production capacity of 1, 36,000 metric tons per annum. The product is comprised of propane (30%) and butane (70%). There are six major reservoirs in the factory premise that are used to store the LP gas. The company has its own distribution mechanism through appointed dealers and distributors. There are more than a thousand dealerships for Bashundharas LP Gas, many located in remote areas of Bangladesh. The entire distribution operation is carefully monitored by the companys regional sales representatives for ensuring timeliness of delivery. The LP Gas produced at this plant has become a popular brand among many rural households and its market share continues to grow.

The Bashundhara Newsprint & Duplex Board Manufacturing Industries Ltd (BNDBIL) is a massive complex situated on the banks of the MeghnaRiver in Naryangonj District. Built in 1994, it has three plants one producing duplex boards used commonly by the packaging industry, the second produces simplex boards and newsprint paper. The print media of the country uses the newsprint manufactured at this unit. The third plant manufactures sturdy cement sacks which are used for packaging industrial grade cement. The product is used by Bashundharas own cement plant as well as other cement producers in the country.

The BNDBIL is an environmentally friendly enterprise that uses de-inked pulp instead of forestry ingredients as raw material. In this manner, waste paper is recycled to provide feed stocks to the end-product-manufacturing unit. As a consequence, the company makes little use of felled timber and helps preserve environmental balance. The BNDBIL mainly produces newsprint for the nations newspaper industry. It also produces duplex boards. The principal raw material for these products is old newsprint paper and other waste paper. Due to the fact that old and used paper are utilized, the technical production process saves forest resources of the country and minimizes tree-felling. As a result, the general environmental balance is preserved.

The steel re-rolling unit was established in the year 2000 with a capacity of producing 25,000 tons of deformed bars per annum. In order to meet increased domestic demand, a second plant was commissioned. As a consequence, the production capacity rose to 50,000 tons per annum and the range of products was enlarged to include angles, channels, and flat bars, in addition to deformed bars. The enterprise uses imported steel scrap that is mixed with segregated scraps obtained from ship-breaking yards. This selected proper charge mix is then melted in high-frequency induction melting furnaces to obtain a homogenous molten metal at proper temperature. Appropriate quantities Ferro-alloys are then added to the molten metal. Through a series of other technical processes and after careful chemical control, the product of these induction-melting furnaces is rolled in a 16-inch roughing mill to obtain billets of desired size and specifications. These billets are then fed into a 10-inch finishing mill that is equipped with repeaters in order to ensure a continuous production line of deformed bars. The BSCL also manufactures MS and GI pipes that are mainly used for modern water supply systems and irrigation. The pipe mill has a precision-engineered welding plant, imported from the UK. The unit has a galvanizing section with a zinc kettle imported from Japan. The plant uses imported zinc slabs of near-perfect purity level.

The pipes are made as per British Standard Specification of BS-1387/1998. The pipes are marketed under four brand titles and they come in varying bore sizes and wall thickness. The LP gas cylinder-manufacturing unit was set up in 1999 with an installed capacity of producing 500,000 cylinders per annum. The principal raw material, hot rolled coil of 3.2 mm thickness is imported from Japan and is cut to specified sheet sizes in a shearing machine. After cutting the sheets into a circular shape, they are pressed in a hydraulic power press of 500 metric ton capacity to form a half-capsule. Two halves of capsules thus made are then welded in a submerged welding unit under controlled pressure and temperature. The valve guards and foot rings are also manufactured at the BSCL. The finished cylinders are tested for stress-taking capability through hydraulic tests (burst test) and gas pressure tests. The finished cylinders are normally used to hold natural gas, butane and propane.

The Bashundhara Tissue industries Ltd (BTIL) was launched in collaboration with a German firm in 1995. Initially, it was named as Frey Schmidt Tissue Limited. In the year 2002, the name was changed to reflect the Groups corporate identity as was named as the Bashundhara Tissue Industries Limited. The company maintains excellent quality standards and has aimed the coveted quality management certification, the ISO 9002.

The BTIL is currently the largest retailler if tissue paper products in Bangladesh. The products manufactured at the BTIL are listed in the Products link. This company was established at a time when the tissue and allied products was not so common people. The BTIL plays a vital role as an import-substitution industry and has recently begun limited exports.

The Bashundhara Paper Mills Ltd. (BPML) was established in 1993 at a time most of the demand for paper and allied products was met through imports. This company produces a wide range of industrial grade paper for home and office use. It manufactures writing and printing paper, colored printing paper, blue match paper and brown wrapping paper. These items come in varying thicknesses and specifications. The plant has a modern waste treatment unit and effluent control systems to minimize environment population.

The BPML has acquired the ISO 9002 certification in view of its sustained quantity control effort. This company, like others, also makes use of recycled waste paper. It has emerged as a leading import Substitution industry of the country.

In the 1970s, Bangladeshi cement producers had been using simple multi-wall paper sacks for packaging cement. Scarcity of basic raw material for manufacturing cement such as lime stone and gypsum and inadequate industrial infrastructure had forced the country to import almost 90% of its requirement of cement till the late nineties, most of Meghna Cement Mills Ltd. a concern of the Bashundhara Group- the largest domestic cement plant in the country in January 1996, the nations cement industry leaped into a new era of self-sufficiency. An accelerated economy, supported by a booming construction and housing industry, had made Bangladesh one of the most popular destinations for cement producers. Coupled with it, the demand for cement packaging bags went up by mammoth proportions. At the peak of this demand cycle, Bashundharas paper sack manufacturing unit went into production in June 2000. At the beginning, this plant received orders from about 50 different cement producers, local and international.

Bashundhara communication and Networks ltd (BCNL) was founded in 2001 to provide telecommunication and information communication services at affordable cost to the people of the country. BCNL proposes to build high band width networks to provide the various telecom services that are now in short fall. BCNL seeks to provide a wide array of telecom services across the country that include Fixed Wireless Access (basic services), GSM and data over optical backbone in the medium term, and build its own International Gateway over the long term. BCNL would also endeavor to create a high bandwidth optical fiber network across all major traffic generating nodes in Bangladesh.

Bashundhara City Development Ltd (BCDL) was founded in 1998 to provide integrated service facilities to the city dwellers of the country. The company has developed an international standard integrated commercial complex on a major avenue in Panthapath, Dhaka. It is South Asias largest shopping-cum-recreation complex in DhakaCity. In this complex there are shopping mall, food court, theme Park, multiplex Cinema Theater, Fitness centre, swimming pool as well as office accommodations of many national and international companies and organizations.

BCDL will continue to expand and explore new business opportunities in the service sector in line with the latest technological advancement and sophistication and will make it a world class service providing company in the country.

These products are much stronger than common bricks (which are commonly made from clay and a primitive kiln-burning process). Since they are manufactured with concrete as the basic ingredient, and a modern technology that was heavy compressive pressure. Thus, the blocks are ideal for heavy traffic areas such as main streets, airport runway strips and drive ways. The design laden blocks are useful for landscaping.

Bashundhara Industrial Complex Ltd (BICL) was founded in 2000 as part of expansion program of cement manufacturing activities to cater to the need of basic contraction materials in the country. BICL is the second independent cement manufacturing unit of Bashundhara Group. It began production in 2002 and now it is a profitable and viable enterprise of the Bashundhara family. It has immediate plans to also deal in trading, clearing and forwarding, and shipping related business.

The BICL is now engaged in carrying out studies on a proposed project that will enable the company to set up its own dockyards and shipyards in Chittagong, Bangladesh. At a later stage, the BICL has plans to get more intricately involved in inland water transport for movement of passengers and cargo within the country.

Bashundhara Technologies Ltd (BTL) was founded in 2001 to provide civil engineering services and products to the construction industry in the country. Bashundhara played a pioneering role in bringing new technologies to the construction industry of the country.

The Bashundhara Group has on going housing and land development projects, and a number of backward linkage industries that provide support and raw material for the building and landscaping industries. It supplies, on contract terms, construction- support equipment and well trained expertise. Additionally, BTL in collaboration with government, city corporations and other government authorities is exploring business opportunities for construction of footpath, highways, car parking terminal, taxi way, port and bus terminal.

The Bashundhara Trading Company Ltd (BTCL) serves as the general trading arm of the Group. It supports the import, export, marketing & sales endeavors of the Groups many enterprises. It helps develop marketing channels and methods. This unit also operates as a private trading company engaged in the acquisition of basic raw material and finished products for private buyers-outside the domain of the Bashundhara Group. It was launched in the year 1993, initially to support backward linkages and marketing strategies for the Group.

Shipping and logistics have emerged as one of the most important service industries in the present world. Over 80% of worlds international trade is transported by sea. The scope of sourcing, securing, transportation, timely delivery and distribution of all sorts of commodities and raw materials has become an important factor in the global economic activities. Bashundhara Logistics Ltd. was founded in December 2004. A logistic infrastructure contributes to develop territorial competitiveness, inter modality, logistic network and supply chain including freight, transport services, communications and transport pattern. BLL seeks to serve the above requirement for its client. Globalization and its effect have brought and are brining major changes in the way companies are handling logistics and related operations.

In the 18th century a big effort started in Europe to understand why some limes process hydraulic properties.John smeaton often referred to as father of civil engineering in England concentrated his work in this field. In 1822, the production of British Cement had been started by James Frost at Swanscombe based on a patent for a new cement or artificial stone.

The invention of Portland cement is generally credited to Joseph Aspedin, an English Bricklayer in 1824. It involves a double kilning such as was described by Vicat. In 1838 a young chemical engineer, Isaac Johnson, burned the cement raw material at high temperature until the mass was nearly vitrified producing the modern Portland cement.

The earliest bottle or dome kilns were open kilns with tapered chimney to increase the draft. They were burned in a batch rather than in a continuous fashion and were charged with alternating layers of raw feed and solid fuel. The chamber kiln was an improved design developed and patented by Mr. Johnson. The combustion gases from the kiln dried the raw material so that when the kiln was burned out a new charge of dried material is immediately ready for use.

In 1898 Atlas Portland cement company according to Lewis improved the design by using what is called a rotary kiln, this improvement was a big revolution in the cement industry because the new kiln could produce 200 cement barrels per day compared to a shaft kiln which produced only 40 to max 80 barrels per day; in addition to quick improvement in this new design regarding the mixing, grinding equipments for raw material, grinding equipments for coal, belt conveyor using mix kind of fuel such as natural gas (1904, Iola Portland cement, Iola Kansas).

In 1899 Atlas Cement Company improved the technology of the rotary kiln and fuel economy by replacing fuel oil with powdered coal dust. Furthermore, modifications to the kiln were made by addition of two auxiliary clinker coolers, in which the first hot discharged clinker was received as it fell from the kiln and air flowing over it was heated and helped to ignite the coal dust in the rotary kiln.

After 1900 there was rapid growth in both rotary kiln and auxiliary equipment technology in the United States. Coal grinding mills were developed and coal burning in cement kilns became the predominant combustion process in the industry. All the equipments related to cement production crusher, raw mill, belt conveyors, bucked elevators were improved.

Ever since civilizations first started to build, weve sought a material that would bind stones into a solid, formed mass. The Assyrians and Babylonians used clay for this purpose, and the Egyptians advanced to the discovery of lime and gypsum mortar as a binding agent for building such structures as the Pyramids.

Most of the building foundations in the Roman Forum were constructed of a form of concrete, placed in some locations to a depth of 12 feet. The great Roman baths built about 27 B.C., the Coliseum, and the huge Basilica of Constantine are examples of early Roman architecture in which cement mortar was used.

Cement Industry a relatively fast growing industry, is developing in pace with increasing building and construction activities. Cement has long been used as a bonding agent to unite particles or to cause one surface to adhere to another. The most common form of cement, Portland cement, is a powder obtained from burning together a mixture of lime and clay, which when mixed with water and sand or gravel, turns into mortar or concrete. The amount of cement now annually consumed in the country is about 5 million metric tons. The production however, falls short by about 3 million tons per year. This shortage is met through imports. Per capita consumption of cement in the country (38 kg) is fairly low compared to India (89 kg), Indonesia (127kg), Malaysia (582 kg) and Thailand (642 kg).

Private enterprises dominate production and import of cement to cater to the local market. The manufacturing of cement is based on both locally available raw materials and imported clinker. The two cement plants of the first type, one at chhatak and the other at Ayeenpur, have a total installed capacity of 260,000 tons a year. They produce cement from local limestone and use natural gas as fuel. The mills that produce cement from imported clinker are located mostly around dhaka, chittagong and mongla. There were 62 registered cement factories in the country in 1999, but only 13 of them were in production. The total installed production capacity of these factories is about 3.8 million tons a year. Their actual production, however, is much lower. A 50-kg bag of cement produced locally sells at Tk 250-260, while a bag of imported cement is priced at Tk 230-250. Local raw material based cement production depends on limestone deposits that lie in st martins island, joypurhat and sylhet areas. The deposits in Sylhet support the production of Chhatak and Ayeenpur cement factories.

Meghna Cement Mills Ltd. is an enterprise of Bashundhara Group. King Brand cement of MCML is well-known throughout Bangladesh. MCML is the largest cement production industry in Bangladesh which started its commercial activities from 15th January, 1996. The factory is situated beside the river of Pashur at Mongla, Bagerhat. The production capacity is 15 Lac MT per year. The weight of each marketed bag is always perfect of 50 kg due to the adoption of an automated packaging system. There is a laboratory, equipped with modern equipment within the mill premises to conduct tests at each hour for every shift covering every stage of the production process. It has its own cement bag factory in Meghna Ghat. It can meet the most demand of cement bag in Bangladesh which uses the modern technologies and imported paper from Sweden.

The Company has been awarded the coveted ISO-9001-2000 Certification in the year 2000 by the National Quality Assurance (NQA), registered by the National Accreditation of Certificate Boards, UK. The factorys environmental standards are high.

At present MCML is producing three types of cement. One is Ordinary Portland Cement (OPC) and another two types are Portland Composite Cement (PCC). Their detail information are noted down for your king information.

Marketing mix is defined as the set of marketing tools that the firm uses to pursue its marketing objectives in the target market. MCML also using the concept of marketing mix to pursue their marketing objectives.

All the local and foreign cement companies in Bangladesh are offering different quality of cement. As regards to the brand name, few renowned cement companies could position itself among the target customers. King Brand Cement may be described in following ways:

Product Variety: Meghna Cement presents their product in different ways. They have both Ordinary Portland Cement (OPC) type CEM I/ 52.5 N and Portland Composite Cement (PCC) which type CEM II/ B-M (S-V-L) 42.5 N and CEM II/ A-M (S-V-L) 42.5 N in the market.

Quality: Product quality consists of the ability to satisfy customers needs and wants as well as the ability of a product to perform its function; it includes the products overall durability, reliability, precision, ease of operation and repair and other valued attributes. King Brand Cement quality has two dimension that are level and consistency. The quality of King Brand Cement is comparatively good; it can compare it with any multinational cement. It is proved by BUET and certified by ISO-9001-2000 and BSTI.

Design: The style of King Brand Cement is simply that describes the appearance of a product. Design is a larger concept than style. They use modified design in packaging also modified in product quality.

Feature: The company offered with varying features. They create higher level models by adding more features. They have two types of cement OPC (ingredients; Clinker = 95% 100%, Gypsum = 0% 5%) and PCC (ingredients; Clinker = 65% 79%, Fly Ash + Slag + Lime Stone = 21% 35%, Gypsum = 0% 5%).

Brand name: A good name can add greatly to a products success. Bashundhara Group itself a strong brand. Meghna Cement Mills Ltd. is an enterprise of Bashundhara Group. King Brand cement of MCML is well-known throughout Bangladesh. It is very easy to pronounce, recognize and remember.

List price: The price is called which is written on the product. The King Brand Cement do not write any price on the packet because this price is very much unstable. Their ex-factory is 347/- and sale in 362/- in Dhaka city at present. It varied on distance.

Meghna Cement Mills Ltd. operates its advertising and other promotional programs by a separate advertising department. The department works for continuous innovative advertising campaigns for the consumer and business products of Bashundhara. The promotional activities for Meghna Cement are carried out by this department. This company has wide range of promotional activities to attract the target customers. The advertising department has some creative and energetic personnel who launch frequent promotional programs. The existing promotional tools used them are:

Advertising: The Advertising department of Meghna Cement Mills Limited they show their products both are print and electronic media. Television ads are the most important part of advertisement. Now it shows their advertisements on different channels.

In print media Bashundhara publishes advertisements in all the leading newspapers the Prothom Alo, Ittefaq, Daily Star, Inquilab, Jugantar etc. Other than this it also publishes advertisements in weekly, monthly, by-weekly, periodicals etc.The advertisement department also publishes posters, leaflets for advertisements in out door media.

Scheme: Bashundhara Industries Limited sometimes gives consumer scheme, and sometimes traders scheme. The marketing and sales division of Meghna Cement Mills Limited has its own unique trade scheme i.e.a sales promotion tool for the traders. The general manager developed the scheme and the first scheme was very much effective to boost the sales of Cement.

Meghna Cement Mills Limited covers the local market by allocating the distributors their specific area of sales. The target of the company is to cover the market all over Bangladesh. The factory is situated beside the river of Pashur at Mongla, Bagerhat. The company has to bear lots of transportation cost for the distance, which it has to, at the end add in the price of the cement bag. This will end up in losing the customer despite of the claim of good quality. More over, due to long distance and time, the packaging of the cement is affected which in results in increased number of waste product.

Meghna has its own selected distribution covers the market of the whole country. Every possible point the country is being reached. It overcomes the major times, place and possession gaps that separate goods and services from those who would use them. King Brand Cements distribution channel is given below:

For making easy in marketing work King Brand Cement divided whole country into two part East zone and West zone. East zone consist of Dhaka, Gazipur, Maymansing, Bhairob, Jamalpur, Chandpur etc. and Faridpur, Rajshahi, Kustia, Khulna, Barishal etc. are in West zone.

The factory of King Brand Cement is situated beside the river of Pashur in Mongla, Bagerhat, Khulna. Dealers point are Pagla, Narayangonj for East zone and other locations for West zone. The Corporate office in BashundharaCity, 13/ka/1 Panthapath, Dhaka-1215.

The choice of transportation carries affects the pricing of products, delivery performance and condition of the goods when they arrive. All of which will affect customer satisfaction. They have its own and hired ships and other types of transportations to carry raw materials to factory and produced goods to dealers points. But it has no any own transport to carry cement to customers. Then they use dealers transport.

Meghna is situated at a strategic location which is rich with raw materials such as lime stone clay, gypsum, and iron ore. The mines of these raw materials are owned by the factory. These raw materials are transported to the manufacturing plant through trucks. The raw materials such as coal and furnace oil are imported. Although Bangladesh land is rich in coal mines, but the quality of the coal produced is not good. It produces greater amount of fumes and ashes and even catches fire if exposed to sunlight. Hence good quality of coal is imported from countries such as Indonesia and china.

King Brand Cement divided their whole market into two zones, one is East Zone another is West Zone. East zone consist of Dhaka, Gazipur, Maymansing, Bhairob, Jamalpur, Chandpur etc. and Faridpur, Rajshahi, Kustia, Khulna, Barishal etc. are in West zone.

Marketing environment of MCML is the actors and forces outside marketing that affect marketing managers ability to build and maintain successful relationships with target customers. Marketing environment is divided into two parts microenvironment and macro environment of the company.

Marketing microenvironment contains suppliers, marketing intermediaries, customers competitors and public. In the case of MCML the component company itself almost works well with all departments. Suppliers of raw materials are mainly from China, India, Indonesia, Malaysia and Korea.

So any types of change in government policy, international policy, and cost of raw materials or inflation directly affect the microenvironment of MCML. Customers of King Brand Cement are mostly affected that time.

On the other hand quality ensuring is a big concern here. In the case of marketing intermediaries, company fame, managers strong liaison! Network with business buyers are the main strategy of MCML to sell products. Government policies (favorable) is the another publics here. Competitors of King Brand Cement are local producers of Bangladesh and strongly multinational companies.

At present Meghna Cement Mills Limited is at the decline stage. For few cases the PLC goes down at present slowly. Generally high price, high competition, lack of promotional activities, suddenly decrease of demand etc. make down the PLC of King Brand Cement.

Cement sector is the largest increasing sector in Bangladesh. There are more than 70 cement factories in our country. Its daily production capacity is 16.687 Million MT. It is growth daily. Some competitors information is given below:

Unique Cement Industries Ltd: Unique cement industries ltd established in the year 2002. The factory is built with modern machinery imported from Germany and China with production capacity of 1800 MT per day. Unique cement industries ltd. has ISO 9001:2000 Certificate. They have two brands of cement in the local market namely FRESH and MEGHNACEM.

Holcim (Bangladesh) Ltd: Holcim (Bangladesh) Ltd started its operation in this country with of the acquisition of the-then Hyundai cement. Subsequently it acquired United Cement and Saiham Cement. Holcim (Bangladesh) Ltd is affiliated with the Holcim Group worldwide and is one the largest multinational cement producers in the world with manufacturing in over 70 countries. The group has a production capacity of more than 120 million tones of cement per year.

Lafarge Surma Cement Ltd: Lafarge/cement mills is setting up the only modern, integrated cement manufacturing plan known as Lafarge Surma Cement Ltd. in Bangladesh at Chattak under Sunamgonj district. The majority of Lafarge Surma Cement Ltd. Shareholding (60%) is held by a 50/50 joint venture company between Lafarge and cementos molins. Founded in 1833, Lafarge operates in 75 countries, employing 77,000 people. In 2002, the group generated annual sales of Euro 14.6 billion and globally hold stop ranking positions in Cement, Aggregates & Concrete, Roofing and Gypsum. Cementos Molins is a renowned Spanish cement company with an annual revenue of Euro 485 million and net profit of Euro 70 million. Operating in Spain, Argentina, Uruguay and Mexico, it produces Portland and Calcium-Aluminates cement, Concrete and Precast concrete, Aggregates and Special purpose mortars.

Lafarge Surma Cement Ltd. will extract and process the basic raw materials like limestone and shale from its from its own quarry in Meghalaya, India. A 17 km cross border belt conveyor will be installed to link the quarry with the cement plant for transportation of raw materials.

Shah Cement (13%) and Heidelberg Cement (10%) are in strong position in the market. Some brands are very weak in the market. Few brands are suitable position. King Brand Cement and Holcim both are 3rd position in the market.

Porters five forces framework has been chosen for conducting the analysis, because it provides a structured approach for examining a particular sector. From the Porters five forces we can easily identify the new competitors, substitute product, bargaining power of customers, suppliers, and its competing organization of King Brand Cement. There are:

There is several numbers of new cement brand enter every year. Some are local and others are foreign. There are few legal barriers at all in Bangladesh for establishing a cement factory. So it is a threat to the King Brand Cement.

Substitutes are cement and cement products include a variety of materials such as wood, glass, steel, aluminum, fiberglass, stone, clay brick and asphalt. The substitute chosen depends on the item being constructed and physical properties it needs to have

There is a great competition among the cement company. Now most of the customers are willing to get the cement with low price. So, the numbers of cement company offer low price for their customers. They are trying to attract the customers through some excellent offers, improving their quality of cement and providing many other facilities.

From the BCG Matrix we can find out the organizational market position by analyzing the market share and market growth. It will help to determine what objective, strategy and budget to assign to each stage. Here the market growth rate on the vertical axis indicates the annual growth of the market in which the business operates. In the figure, it ranges from 0 percent to 20 percent. Relative market share, which is measured on the horizontal axis, refers to the market share relative to that of its largest competitive in the segment. At present Meghna Cement have captured 9% market share, on the other hand market leader have captured 13% market share. So relative market share of Meghna Cement is comparatively low than the competitors. Now political crisis and world economy down turn causes low market growth of cement industry.

From the above discussion, we can say, Meghna cement is in the dogs stage which means they have week market shares in low growth markets. They should hold the business, because they have a chance to capture the market leadership.

Meghna Cement Mills limited is a prominent cement brand in Bangladesh. Though King Brand Cement already covered the whole country, the management feels the necessity of SWOT analysis in perspective of the present market condition.

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